How women’s health app Clue uses Jobs to Be Done for product success

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The Jobs to Be Done (JTBD) framework has become central to the women’s health app Clue ’s product development strategy.

In this week’s Insights Unlocked, Rhiannon White , newly appointed CEO and former Chief Product Officer at Clue, shared how the JTBD framework helps her team understand the deeper, fundamental needs of users—needs that go beyond features and functions, driving real value and engagement.

“The Jobs to Be Done framework is grounded in human needs,” Rhiannon said. “Technology changes, but our users' core needs stay the same. If we can understand what job they’re trying to accomplish, we can continue delivering value, no matter how the technology evolves.”

Clue is a period tracking app, a trusted menstrual health resource, and a thought leader in femtech with more than 10 million active monthly users, Rhiannon said in her conversation with Kerry J. , a Product Researcher with UserTesting’s Design team.

In addition to diving deep into the Jobs to Be Done framework, the full episode covers other valuable topics like the importance of continuous user research and how direct customer engagement fuels Clue’s product strategy. Rhiannon also shares her insights on leadership, the role of empathy in product development, and why staying close to users is essential for innovation. Don’t miss the chance to hear the full conversation and learn how Rhiannon’s approach can be applied to your own work.

Using the JTBD framework, Rhiannon’s team identified four core jobs their users seek to accomplish: trust, orientation, empowerment, and comfort. She elaborated on how these jobs translate into the app’s features: trust is established through accuracy, orientation helps users make sense of their health data, empowerment enables users to take action, and comfort provides a sense of community and validation.

“Connecting with users is the only way to build products that matter.” — Rhiannon White, CEO at Clue

For example, the pain-tracking feature in Clue was developed by focusing on how to address users’ needs across these jobs. It helps them accurately report and track their symptoms (trust), understand patterns over time (orientation), make decisions about seeking medical help (empowerment), and feel connected to others experiencing similar issues (comfort).

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Rhiannon emphasized that the JTBD framework provides clarity on what to build and why, ensuring Clue remains aligned with its users' true needs. “The trick with product development is finding the commonality in users' problems and solving them at scale. Jobs to Be Done helps us do just that,” she said.

“It’s such a privilege to be useful to our users, in small or large ways,” White concluded.

Listen to the full episode to hear more of their conversation.

?How do you incorporate the Jobs to Be Done framework in your product development process, and what challenges have you faced in aligning it with user needs? Share in the comments.